The Transformation of Corporate Reputation Communication in the Digital Era
The Role of Presentation Techniques in Digital Public Relations at PT Kereta Api Indonesia
Authors
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Purlita Ramadhani
Universitas Slamet Riyadi
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Nadia Dewi Fransiska
Universitas Slamet Riyadi
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Gginolla Dwika Wijayadi
Universitas Slamet Riyadi
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Pramudya Ibnu Subrata
Universitas Slamet Riyadi
DOI:
https://doi.org/10.56741/IISTR.jgi.002157
Keywords:
Corporate Reputation, Digital Public Relations, Presentation Techniques, PT Kereta Api Indonesia, Strategic Communication
Abstract
This research examines the transformation of corporate reputation communication in the digital era, focusing on the practices of PT Kereta Api Indonesia (Persero). In an increasingly open and competitive digital environment, organizational reputation has become a strategic asset that requires systematic management through interactive and transparent communication. This study aims to analyze how digital public relations strategies and message presentation techniques are integrated to build and maintain corporate reputation. Utilizing a qualitative approach with a systematic literature review method, the research analyzes scientific publications, institutional reports, and contemporary case studies to provide a comprehensive conceptual synthesis.
The findings indicate that PT Kereta Api Indonesia (Persero) has successfully transitioned from conventional one-way communication to a digital public relations framework centered on multi-platform engagement, including social media, official websites, and multimedia applications. The implementation of digital strategies facilitates rapid information dissemination and fosters participatory dialogue with stakeholders. Furthermore, the study highlights that effective message presentation techniques, such as corporate storytelling, information visualization, and structured digital narratives, are critical factors in enhancing public engagement and strengthening positive organizational perceptions. These strategies allow the organization to manage crises effectively and reinforce its positioning as a modern, innovative transportation provider. This research concludes that the success of corporate reputation management in the digital transformation era depends on the ability to integrate technological innovation with persuasive and accessible communication content. These findings offer practical implications for public relations practitioners in developing adaptive communication strategies to maintain organizational legitimacy in the digital sphere.
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Copyright (c) 2026 Purlita Ramadhani, Nadia Dewi Fransiska, Gginolla Dwika Wijayadi, Pramudya Ibnu Subrata
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